Analysis of Factors That Affect Consumer Preference on Coffee Consumption in Surabaya

Abstract

There are two variants of processed coffee, there are brewed coffee and instant coffee. Each coffee have their own consumers. The difference of consumer preference on coffee consumption led to research idea about factors that affecting consumer preference on coffee consumption. This research was conducted to determine factors that affecting consumer preference on consuming between brewed coffee and instant coffee by the case study was taken in Surabaya. Factors that affecting preference of coffee selection are gender, age, last education, coffee drinking experience, early age of coffee consumption, and number of family members. With number of respondents equal to 57 respondents, this research would be analyzed by using logistic regression to determine the opportunity of which coffee were preferred by consumers. Based on parameter estimation result, four variables had a significant effect, there were gender, last education, drinking coffee experience, and number of family members. The four independent variables could explain the model of coffee consumer preference around 51 percent. Opportunities of adult male, with high school education level; drinking coffee experience around 11 -20 years; and number of families were more than five, consumed instant coffee around 0.13. Unlike the female consumer who preferred consuming instant coffee with opportunities was around 0.81 to brewed coffee. Producers have to be able to see that the calculation is an opportunity for them to differentiate their owned coffee product. Coffee producers can compete by making product innovation which could be affordable to all consumers both male and female.

Factors affecting farmers’ decisions in changing agribusiness sector: case study of Japan Internship Program alumni

“…The use of the logistic regression analysis approach accommodates an econometric model explaining the dependent and independent variables those which are non-linear, in which the dependent variable has two or more categories [14] - [16]. Multiple linear regression models, in general, using the OLS (ordinary least square) approach cannot explain the relationship between the dependent and independent variables if the independent variable has qualitative characteristics or data other than numerical.…”

Internal and External Factors Competitiveness of Sinia. Co Coffee Shop in Lampung Province

“…Several relevant sources support coffee intake as a lifestyle choice among young people. Sudiyarto et al (Sudiyarto et al, 2018) did a study in Surabaya, Indonesia. They discovered that coffee consumption has become a way of life not just for adults but also for young people.…”